In this CX Today interview, Nicole Willing speaks with Richard Manthorpe, Director of Product Management at Content Guru, about the changing role of customer data, customer relationship management (CRM) and orchestration in AI-enabled CX.
As vendors increasingly talk about agentic experiences, AI-native platforms, systems of action, and systems of decision, Manthorpe explains why CX leaders need to look beyond the terminology and focus on outcomes. He discusses why CRM remains valuable as a system of record, but why customer data platforms (CDPs) are becoming critical for connecting context, intent and customer history across the wider enterprise tech stack.
